Embedded Lending Is Exploding — But Who’s Really Managing the Credit Risk?

In 2025, embedded lending is blowing up in India’s financial ecosystem. From ride-hailing apps offering instant loans to e-commerce checkouts giving you EMI options on the fly, credit is being injected into everyday digital experiences. It’s smooth, it’s convenient, and it’s frictionless. But as this rapid expansion continues, a major question lingers: who’s really managing […]